BPA Worldwide and Nielsen Online to deliver co-branded near-real time website auditingIn a shift towards total brand measurement, BPA Worldwide announces that, in cooperation with Nielsen Online, it will bundle enhanced website traffic measurement with all print and event audits without increasing existing fees.
By: BPA Worldwide BPA members around the world will now have near real time online reporting of audited web activity included with circulation audit of print products and attendance at exhibitions or events. BPA members will now be able to access website traffic information— Fran Costello of mediaedge:cia, who chairs BPA Worldwide’s European Advisory Board, welcomed the announcement: “This is a great idea for everyone, publishers, advertisers and certainly media planners. It provides an opportunity for publishers to promote their performance and establish a meaningful edge over their competition by providing credible, reliable information about their readers. Advertisers will be assured that their media investments are well placed and media planners will finally have a clear yardstick to use when evaluating performance.” According to Glenn Hansen, BPA president and CEO, the global media auditing organization has been eager to create this added-value bundle for its members. “Last year we made the decision to manage revenue and expenses of our not-for-profit organization to enable BPA to offer more services for the same existing rate,” he said. “Cost containment measures and pricing management enable BPA to return value to its members by including 24/7 web measurement for every member with no change in dues or fees,” Hansen continued. “We saw the opportunity to give back to our members a truly value-added package to measure their entire brand. This ‘integrated pricing, integrated media’ approach is vital to BPA’s mission to lead the world in media auditing. And that mission only becomes truly validated when we can say ‘whatever the channel’.” The new tag-enabled census tool, powered by Nielsen’s SiteCensus service, will be launched in beta test to BPA members already participating in BPA’s log file-based interactive audits, as well as those members with print audits who have volunteered to participate in the test. The beta test is scheduled to run September through December with full roll-out to BPA’s membership in January 2009. “Nielsen Online and BPA Worldwide share a common goal of driving transparency and accountability within the online advertising industry, and we are delighted to be working together to support this important initiative,” “BPA chose to work with Nielsen”, Hansen explained, “because like BPA, Nielsen is a globally recognized brand in the media industry. It has cutting edge, patented web measurement and reporting systems in place, and an installed base of media buyer users”. The “BPA powered by Nielsen Online” solution offers website traffic metrics providing an industry standard that gives advertisers and media buyers an apples-to-apples comparison when making their marketing decisions. “There are a number of web measurement tools available to media owners,” Hansen said. “This new solution will create a level playing field with a single set of standards—provided on a constant basis—performed by one analytics tool—that advertisers and agencies can trust as accurate. A single, standard web measuring system across BPA membership eliminates any guesswork on why data is different amongst competitive sites. According to Hansen, BPA made the move from its previous log file-based interactive audit to page-tagging because the latter gets data to market much faster and at significant savings. As of January 2009, BPA will no longer offer log file audits to its members. As part of its agreement with Nielsen Online, BPA will conduct a System Certification on Nielsen’s SiteCensus tool on an annual basis to ensure it is properly collecting and reporting web traffic data. BPA will also continually audit each website to ensure correct tag placement and number of tags per page, as well as accurate filtering of spiders, robots and internal users from traffic counts. Ends. Media Information: Howard Robinson or Joe Palmer Coco Communications T: 0207 754 3551 About BPA Worldwide A not-for-profit organization since 1931, BPA Worldwide is governed by a tripartite board comprised of media owners, advertising agencies and advertisers. Headquartered in Shelton, Connecticut, USA, BPA has the largest membership of any media-auditing organization in the world, spanning more than 30 countries. Worldwide, BPA serves more than 2,500 media properties—including over 1,900 B-to-B publications, more than 400 consumer magazines and newspapers, 100+ Web sites, and events, email newsletters, databases, wireless and other advertiser-supported media—as well as more than 2,600 advertiser and agency members. Visit www.bpaww.com for the latest audit reports, membership information and publishing and advertising industry news. About Nielsen Online Nielsen Online, service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen- End
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